| Titre | Salma Dry Scalp |
| Agence | Saatchi & Saatchi |
| Campagne | Head & Shoulders - Procter & Gamble |
| Annonceur | Procter & Gamble |
| Marque | Head & Shoulders |
| Date de première diffusion/publication | 2002 / 1 |
| Produit | Soothing Shampoo |
| Secteur d'activité | Shampoings, après-shampoings |
| Philosophie | The campaign consisted of three sequential, creative phases- a conceptual loyalty drive, 'Stay Faithful', and two variant focused legs, Dry Scalp and Citrus Fresh. The key objective of the campaign was to grow market share in Western Europe, by adopting a more beauty inspired approach to move Head & Shoulders from a clinical, niche positioning to that of a mainstream shampoo brand. Specific goals were to attract new users, maintain a strong superiority on dandruff (and the current user base), and to address the negative image associated with the brand. |
| Type de média | Télévision |
| Longueur | |
| Acteur / vedette | Salma Hayek |
| Global Equity Director | Bruno Duvillier |
| Directeur de création | olga barr |
| Directeur de clientèle | Gillian Milner |
| Responsable de budget agence | Carla Govindji |
| Responsable de budget agence | Charlie Finnigan |
| Responsable de la publicité (annonceur) | Zaid Al'Qassab |
| Associate Marketing Director | Zaid Al'Qassab |
| Responsable de la publicité (annonceur) | Alexander Lacik |
| Brand Manager | Alexander Lacik |
| Responsable de la publicité (annonceur) | Tanya Siraa |
| Assistant Brand Manager | Tanya Siraa |
| Responsable de la publicité (annonceur) | Lindsay Smith |
| Assistant Brand Manager | Lindsay Smith |
Plus de réalisations
VOIR TOUSHave A break From Valentines
- MARQUE:
- KitKat
- AGENCE:
- J. Walter Thompson London
Pet Names
- MARQUE:
- KitKat
- AGENCE:
- J. Walter Thompson London
KitKat Password
- MARQUE:
- KitKat
- AGENCE:
- J. Walter Thompson London
The Unexpected Guests
- MARQUE:
- Oxo
- AGENCE:
- J. Walter Thompson London
Popular Girl
- MARQUE:
- Oxo
- AGENCE:
- J. Walter Thompson London
Christmas Break
- MARQUE:
- KitKat
- AGENCE:
- J. Walter Thompson London
Crossy Road
- MARQUE:
- KitKat
- AGENCE:
- J. Walter Thompson London
First date
- MARQUE:
- Philadephia
- AGENCE:
- J. Walter Thompson London
First date
- MARQUE:
- Philadelphia
- AGENCE:
- J. Walter Thompson London